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How to Design an About Page That Converts

Your about page… It’s the one page on your website that you’ve been dreading putting together. You don’t know what to put on the page, or where to even start talking about your business. Not to mention you don’t know how much is TOO much.

I’ve been there too, bud. I don’t want to admit how long I stared at the blank page with the cursor blinking at me, just mocking me.

In this blog post, I’m going to walk you through how to write each section of your about page. And we are going to do it backwards! Sounds a little weird, right? But hang tight and I’ll show you what I mean.

“What the heck do I put on my about page?”

Before I dive into the strategy that will make your about page conversion-focused, I’ve got a newsflash for you. 

Your about page isn’t about you. It’s about your customer.

Here’s the thing. Your users don’t want to know your whole life story. They want to know how your business is going to help them solve their problem.

Define a Goal

Think about the main goal of your site. Is it to get people to get in contact with you? Or maybe you have an awesome set of products that can solve their problem. Maybe you even have a killer opt-in that you know can serve them well.

Whatever your goal is, we are going to work backwards from there. So write down that goal right now. Go ahead, I’ll wait.

Hit them with your sweet, sweet, creds.

Now that you’ve got your goal defined, this is where we talk about what your business. 

What problem do you solve for your customers? Toss some credentials in there too. How long have you been in business? What achievements have your customers gotten because they’ve worked with you? Tell your customers why you are the person for the job.

Since we are working backwards here, let’s introduce who you are next. 

Introduce Who You Are + What You Do

Come up with some awesome statement that lets your customers know that you know their problems and you’re here to help. This part doesn’t have to be long at all.

Alright, now we’ve got the information about who YOU are out of the way, let’s work on identifying the customer and their pain points.

Tell Them You Know Their Struggles

In this section we are going to let the customer know that we see them. You know their struggles. You know what’s keeping them up at night. You know what they are wasting too much of their time trying to figure out (this same thing that you offer).

Talk about their problems a little more. This is where you’ll twist the knife-just a little bit. What are their internal feelings about their problem? Do they want to finally feel confident? Do they want to make a good impression? Do they want to be taken seriously in their industry?

Now that you’ve spoken directly into their heart, this is where you’ll introduce your business as the one who can swoop in and save the day. You are going to help them achieve all the things they are having issues with. 

Write a Stop-Them-in-Their-Tracks Headline

And finally, we need an attention-grabbing headline that summarizes their problem (and what you solve.)

And now that you’ve got all the pieces, but them together and read through everything to make sure it flows. Then just drop in a couple pictures and you’re good to go!

September 16, 2019

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